Amazon's New AI Shopping Feature Makes Finding Products as Easy as Casual Conversation

Amazon's New AI Shopping Feature Makes Finding Products as Easy as Casual Conversation

Amazon just unveiled "Interests," a smart new feature that transforms how customers search for products by letting them describe what they want in plain English. Instead of hunting through categories or guessing keywords, shoppers can now type natural requests like "brewing tools for coffee lovers" or "model building kits for hobbyist engineers."

How Amazon's Interests Feature Works

The new tool uses advanced large language models (LLMs) to understand everyday language and convert it into precise search queries. This means more accurate product recommendations that actually match what customers are looking for.

But Interests goes beyond simple searches. The feature runs continuously in the background, sending notifications when:

• New items matching your interests become available
• Products you're interested in get restocked
• Relevant deals and promotions appear

Key Benefits for Shoppers

• Natural Language Search: Describe products in your own words rather than guessing exact terms
• Personalized Recommendations: Get suggestions based on your specific interests and budget
• Real-Time Updates: Stay informed about new arrivals, restocks, and deals automatically

Limited Launch with Broader Rollout Planned

Currently, Interests is available to select U.S. users through the Amazon Shopping app on iOS and Android, plus the mobile website's "Me" tab. Amazon plans to expand access to more customers in the coming months.

This launch adds to Amazon's growing collection of AI-powered shopping tools, including Rufus (their AI shopping assistant), AI Shopping Guides, and review summaries. The competition is heating up too—Google recently introduced similar AI features, including a "Vision Match" tool for fashion searches.

If you're looking to simplify your online shopping experience, keep an eye out for this feature as Amazon rolls it out more widely.

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